Page 47 - MA2021-Souvenir-Programme/

Silver Award

“McDonald’s Big Mac x 姜濤 (Keung B)”
McDonald’s Hong Kong

In 2021, McDonald’s needed to reconnect with Hong Kongs youth. Market share has dropped among GenZ and its social sentiment
had become more and more negative over time. This was especially reflected with the Big Mac; GenZ saw it as old fashioned, and
no longer considered it. It had become the “Dad’s Burger”

McDonald’s challenge was to restore the Big Mac’s iconic status, and use it as a pathway to re-establish McDonald’s as a brand for
GenZ. Unlike previous generations, theirs did not have celebrities or entertainment or a cultural moment to call their own.

McDonald’s decided to give them one; a new Big Mac for a new generation.
McDonald’s updated its classic product to create the Big Mac Bacon, and recruited someone who represented the audience
themselves and their aspirations; Keung To. The newly crowned pop icon was a hit with GenZ, and a self-professed Big Mac addict
who even used to be a staff McDonald’s. His credentials and relevance made him the perfect fit for the campaign.

McDonald’s launched with a new take on the classic Big Mac chant, performed by Keung To, who challenged the city to create their
own versions. Every touchpoint was aimed at GenZ behaviour; from Facebook-live launch, to on-packaging AR activations and IG
stickers that can be shared on social media.

The campaign was a massive success. 1.3 million burgers sold, and a 20% increase in “Brand For Me” scores among GenZ. The
campaign generated more UGC and video views than any other campaign in the history of McDonald’s Hong Kong. McDonald’s
was flooded with fan art, videos and even plush toys. Videos of people ordering in-store using the chant went viral. McDonald’s
had truly become a cultural phenomenon, reconnecting McDonald’s with the Hong Kong youth and successfully rejuvenating the
brand image.

Comments from the Judges:
It was commended as a colourful and highly successful campaign, which has demonstrated how reinvention of existing McDonald’s
elements and adoption of new technology could help bridge the gap between the brand and a disconnected customer group.
With thorough market and data analysis to clearly define the goals and risks, McDonald’s has taken precise actions that fit well
into the new era of marketing. The right choice of celebrity created a smash hit in town without losing customers’ attention to
the Big Mac. The superb execution in TVC and social media engagement have brought new light to the hero product. The easy
to remember new chant highlighting the new product features and its relevance to the celebrity has refreshed and sustained the
legend of the product. Moreover, the fun and comprehensive OMO strategy has utilized every touchpoint to engage with the
young customers and achieved high brand awareness and sales growth.

The encouraging results have proven how a bold step of using totally new array of media platform could help generate business,
marketing and brand results surpassing expectation. The campaign has successfully expanded McDonald’s core customer base by
connecting a traditional product with Gen Z and created a long-lasting brand impact.

Parties to be Recognized for Contributing to the Success of the Programme:
1. DDB Group Hong Kong
2. OMD Hong Kong

45
HKMA/VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2021

10/4/2021 3:08:43 PM
Dinner 88p content 2021.indd 45
Dinner 88p content 2021.indd 45 10/4/2021 3:08:43 PM